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On the one side, it’s good to give a nebulous thing a name – even better if you’re first to give it a name. It allows momentum to gather, and dialogue to take place. It allows hashtags and domain names and conference streams to beckon interest. On the other hand it allows labels to be generated and stuck to existing products. New improved recipe!Now containing organic Omega 3 hypermolecules! And when it comes to buying anything, it’s much easier to buy a neat and tidy defined thing with a simple price tag.